The best price I have seen so far is 6% under invoice with a Tread Lightly membership code. That dealer was in North Carolina.
Most of the dealers around Atlanta did not want to go below MSRP. We ordered our JL Rubicon from a dealer in Atlanta last week. Honestly it was the best car buying experience I’ve ever had. They offered 3% below invoice right out of the gate. Ended up paying 5% below invoice (10% below MSRP) with my Tread Lightly code. Dealer fees and tag were right at $700.
In regards to Tread Lightly: you have to be at least a $100 per year contributor/member with Tread Lightly to get a Chrysler Affiliates code. They send you a letter that all dealers are supposed to honor for the 1% below invoice pricing. Tread Lightly says that you have to be a member for least 30 days before their code applies. If those west coast dealers are being so hard on MSRP, I would read up on Tread Lightly’s website and then call the dealer and ask if they will honor the Chrysler affiliates code for a JL (they should). It sounds like $100 could end up saving you a lot of money as it did for me.
Tread Lightly also does a lot of good work towards keeping our public lands public, and keeping America beautiful. I encourage everybody to at least look into it if you haven’t bought your Jeep yet. In the South we have lost access to some amazing public places because the users were uneducated, unorganized, and in a lot of cases, irresponble. I want my kids to be able to enjoy Jeeps and the woods after I’m gone!